Merlin Entertainments capitalises on summer rush with first-ever brand campaign

Theme park operator Merlin Entertainments is hoping to capitalise on the upcoming school holiday rush with ‘Summer of fun’,  its first-ever brand campaign.

Developed in partnership with creative agency TBWA/MCR, the creative will be centred around a 60-second hero spot that will break via mainstream TV on Channel 4, ITV and Sky.

“Our brand new summer of fun campaign is the first time Merlin has ever run an enterprise-wide category demand driving campaign, and represents a milestone in our history,” said Merlin Entertainments group marketing director UK and Europe, Sara Holt.

“This campaign brings the essence of Merlin Entertainments to life providing families with great value and making this summer unforgettable.”

With media planning and buying handled by Wavemaker UK, the hero spot will be supported by 30-second cutdowns as well as social media and out-of-home activity, which will include dynamic motion displays at London’s Euston and Waterloo Stations.


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TBWA/MCR executive creative director, Lisa Nichols added: “This campaign is about more than just promoting the incredible attractions, it’s about championing the joy and freedom that comes with summer fun.

“In these challenging times, we wanted to emphasise Merlin’s commitment to providing generous deals and unforgettable experiences, ensuring every family can make the most of this summer. We believe this campaign truly captures the spirit of what makes Merlin Entertainments a leader in magical family experiences.”

Promoting the brand’s key attractions such as Legoland Windsor, Alton Towers, the London Eye and Madam Tussauds, the campaign will also include a 50% off promotion on children’s tickets at indoor attractions including Sea Life, the London Dungeon and Legoland Discovery Centres.

“Merlin Entertainments is the home of memorable joy and summer is the most magical time of year for family visits. With our summer deals we offer the opportunity for families to say yes to fun this summer,” Holt added.

AgenciesBrandsCreative and CampaignsNews

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